H&M’s new line of skincare ‘‘OHH!’ (Oh hey hero) targets for the Gen Z era, designed by Established

New York-based boutique agency ESTABLISHED, founded by Sam O’Donahue and Rebecca Jones, was tasked by retail giants H&M to create a modern visual identity and packaging portfolio for their new line of skincare products ‘OHH!’ (Oh hey hero). Their main objective was to appeal to a Gen Z audience who are not about pursuing flawless perfection, but rather personal happiness.

As a positive-focused concept, the line aims to give consumers solutions in a unique, ironic, relatable, yet effective, way. Each product has its own superhero identity whose power is to provide a different skincare solution. The superhero personas can stand alone in their own right, but they also come together as a colourful team of misfits known as “The Adorkables” – loud, contrasting, goofily cute and powerful, but not perfect, just like Gen Z.

Designing every aspect of the line, Established supports the Superhero theme with a popping pastel colour palette, accompanied by bold block fonts and playful tag lines and character descriptions. The finished product is one that provides a shelf standout within the market as well as appealing to a contemporary audience.

For more information on Established’s design, visit their website or follow them on Instagram.

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